 | | Vertical: | | Retail | | Insight: | |
Segmentation
Commerce Analysis
Content Effectiveness
Campaign Performance
Navigation Analysis
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Overview
In 1984, Royal Appliance introduced an innovative new product, the Dirt Devil Hand Vac, which has grown to become its signature product and the largest selling hand-held vacuum cleaner in the US.
Challenge
The DirtDevil.com site's purpose is to make it easier for customers to do business with Royal, and to provide valuable information back to the business illustrating how customers shop, what kind of information they look for, what features they care about and what drives them to make a purchase. Royal required customer-centric metrics using web analytics to ensure that the site was meeting consumer goals, as well as business goals.
Results
With WebTrends insight, Royal Appliance:
- Increased shopping cart conversion to a high 18% by testing navigation, language and offers through the checkout process
- Gained a holistic view of visitor behavior by tracking complete visitor paths, from the referrer to the DirtDevil.com site to the retail vendor sites that sell the product
- Minimized comparison shopping based on price by including the information customers sought on the product pages
- Improved campaign effectiveness by identifying how each campaign ultimately impacted purchase behavior on an affiliate site
- Identified behavioral differences between buyers and non-buyers that allowed them to target their best customers at critical decision points in the buying process
“I have made a lot of little changes to our shopping cart scenario over time, looking at each step in the process. Taken together, these changes have had a big impact. Our shopping cart process today enjoys a high 18% conversion rate.”
- Michael Crowdes
Manager, Interactive Marketing & eCcommerce, Royal Appliance
